Kenwood parent De'Longhi brings on MWW as AOR

NEW YORK: Kitchen and home appliance company De'Longhi Group has selected MWW to serve as AOR in the US and Canada, following a competitive review.

NEW YORK: Kitchen and home appliance company De'Longhi Group has selected MWW to serve as AOR in the US and Canada, following a competitive review.

The Treviso, Italy-based company, which owns British appliance brand Kenwood, brought on MWW to help raise awareness of its brand through media relations, influencer engagement, and events. 

MWW competed against four other firms in the review, said Linda Passaro, VP of marketing for North America at De'Longhi. She declined to name the other firms in the process or the agency that De'Longhi previously worked with in the US. 

The contract with MWW is for one year. Budget information on the account was not disclosed. 

Passaro said MWW was chosen because of its strong reputation and talent across multiple offices, as well as its experience working with “premium brands,” such as Nikon and Samsung.

Leading the account out of its New York office, MWW will also help De'Longhi launch Kenwood's food-preparation line in the US in the fall. The firm's consumer marketing team is handling the business, according to a statement.

In addition to promoting the appliances, MWW will communicate with and educate consumers about the brand and its products, it said in a statement.

PR and digital are the two pillars of De'Longhi's marketing mix, she added.

“We know the importance of PR in educating and building a brand,” said Passaro. 

The company, which was founded in 1902, offers products in three primary categories: espresso machines, specialty cooking, and home comfort.

De'Longhi's flagship brand products are sold in more than 45 countries, while Kenwood's products are available in more than 40 countries.

In 2012, the company bought the perpetual licensing rights to Procter & Gamble's Braun brand for the use in household small appliances.

In the second quarter of 2013, De'Longhi Group reported a 7.2% year-over-year revenue increase to $464.8 million. The company's first-half 2013 revenue increased 4.1% compared with the same period in 2012 to $891.1 million. 

This story was updated on August 22 with comment from De'Longhi.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.